Phase I
Empathize
Gain an empathic understanding of the users
Project Canvas
A visual template that aligns teams on project scope and goals before beginning user research. Helps SMEs focus their empathy efforts on the right users and problem areas. This single-page document defines boundaries and ensures efficient use of limited resources while creating shared understanding of the project's direction.
Stakeholder Management
Identification and analysis of all relevant interest groups for a project or innovation. Helps SMEs consider all important perspectives and recognize potential resistance early. Promotes cross-functional collaboration, which according to your research is a 100% relevant success factor.
Research Plan
A structured plan for organizing user research that establishes goals, methods, timeline, and resources. Particularly important for resource-constrained SMEs to keep research activities focused and efficient, avoiding waste.
Desktop Research
Analysis of existing data, market studies, and competitive information without direct user contact. Cost-efficient method for SMEs to build background knowledge before conducting more expensive primary research. Helps develop better-informed questions for later user interactions.
User Interviews
A structured conversation with current or potential users to understand their needs, challenges, and goals. Particularly valuable for SMEs as they are cost-effective and provide direct insights into customer expectations. Helps verify assumptions and uncover genuine user needs.
Focus Groups
Moderated group discussions with 5-8 users who collectively discuss topics, products, or services. Allows SMEs to capture different perspectives simultaneously and observe group dynamics. Efficient with limited time budgets as multiple users can be interviewed at once.
Shadowing
Direct observation of users in their natural environment without interference. Allows SMEs to recognize unconscious behaviors that might not be mentioned in interviews. Provides authentic insights with relatively little effort and can be conducted by any team member.
DILO (day in the life of)
Documentation of a user's typical daily routine to understand their everyday life, challenges, and decision points. Helps SMEs better integrate products and services into the target audience's daily life and create real added value.
Contextual inquiry
A field research method combining observation and interviewing users in their actual environment while they perform tasks. Provides SMEs with rich, contextual insights about real usage behaviors and challenges that might not emerge in traditional interviews.
Diary study
A method where users log their experiences with a product over time. Gives SMEs longitudinal insights into natural behaviors without researcher presence. Reveals usage patterns and contextual factors affecting the user experience.
Ethnographic research
Long-term observation of users in their natural environment to understand cultural and social patterns. Although more extensive, it can provide valuable deeper insights for SMEs with special target groups or in niche markets that other methods don't offer.
Emotional response cards
Cards with images or words representing emotional reactions that help users articulate their feelings. Particularly useful for SMEs to capture emotional aspects of the customer experience, which often leads to differentiating innovations.
Surveys
Structured questionnaires to collect quantitative and qualitative data from a larger number of users. Cost-effective method for SMEs to identify trends and test hypotheses. Digital tools make creation, distribution, and evaluation simple.
Expert interviews
Conversations with specialists from relevant fields to utilize their specialized knowledge. An efficient way for SMEs to quickly build domain knowledge without lengthy research. Helps identify blind spots and gain new perspectives.
Service safari
Systematic experience of services from similar or even different industry providers to gather inspiration and identify best practices. Enables SMEs to learn from established solutions and transfer them to their own offerings.
Interview Guide
KMU-Facilitator Guide: Empathize & Interview Tips
This compact guide helps internal SME teams moderate the first phase of the Design Thinking process – without external consultants.
It includes facilitation advice and a structured checklist for preparing, conducting, and reflecting on user interviews.
What’s inside:
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Team setup & recommended duration
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Practical moderation tips for Phase 1
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Interview quick guide (before – during – after)
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Special tips for SME use (fast & resource-friendly)
Use this if:
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You want to understand user needs quickly
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You’re running your first Design Thinking project internally
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You want simple, field-tested guidance for meaningful conversations
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